Page 8 - Advertising

Death knell for printed books, newspapers?

Or a brief stop on the way to better times?

Indian consumers top anxiety list, show maximum wariness about health, job

The state of the Indian consumer has been the subject of attention of a number of agencies in recent weeks

Advertisers retune the gender pitch, show women as decision makers

During lockdown, advertisements are targeting women as decision makers of the household, but brands need to be cautious about the tone and narrative, say experts

Changes in consumer behaviour to drive brands to rethink positioning norms

The pandemic is changing consumer behaviour say experts, forcing marketers to rethink the differentiators between mass and premium brands

Social media giants step up the hunt for fake ads to stem misinformation

Google, Facebook, Twitter get tough with imposters as they look to keep brands and users loyal to their platforms

How lockdown in pushing brands to redraw the customer engagement maps

On-demand consumption of online videos with increased watch-time is changing the way brands interact with customers, but do they really know their audience?

Social media platforms offer new rules to brands for online advertising

Twitter, Facebook, LinkedIn ask brands to mind the tone and pitch while keeping their ads simple, factual and humane

As brands look to shed millennial track, ad strategy to go for an overhaul

Advertisers need a new script when the economy kicks back into a new normal; family, health and affordability will dominate the narrative say marketers

Media's problem of plenty

More people than ever are watching TV and OTT channels but nobody wants to reach them

Covid-19: Quirky campaigns to bring lasting change in people's behaviour

How can governments and health agencies drive lasting lifestyle changes to combat Covid-19?

Soothsaying for trades

Nurses will see an increase in pay. Covid-19 has no cure and is essentially treated by nursing. The nurse is as important here as, and possibly more important than, the doctor

How ShareChat is helping local brands with language-focused advertising

As regional language media consumption soars during the lockdown, social media app ShareChat goes full throttle with brand integrations

Advertisers blur the line between real life stories and scripted narratives

Experts say brands must tread carefully and the messaging must be sensitive to the emerging situation

As brands step in for relief measures, experts say stay away from publicity

From providing meals and masks to funding medical equipment, it is time to let the work speak for the brand, say experts

Just 'don't' do it: Brands advertising the art of doing nothing

As the global becomes local under the wide spread of Covid-19, brands across the world beat their drum to a single note: stay in, stay safe

My favourite campaign is HarperCollins' short film 'The Parcel': Ferdinando

The craft is the key, but the context is everything, says Chagas Ferdinando, Senior creative director, BC Web Wise

Brand taglines and pop culture

Are digital ads depriving brands of the benefits of long-running themes?

Coronavirus casts shadow on broadcasting companies amid dip in ad revenue

Brokerages have cut their advertising and earnings estimates for broadcasters by up to 11 per cent

Divided we stand, united we fall

Most brands, except those in the hygiene category, have largely gone into self imposed quarantine as far as advertising is concerned

Branded generics: Uncertainty or opportunity?

The rules of the game in India's branded generics market are fuzzy to say the least